H&M teams up with artist M.I.A on spring recycling initiative as February sales rise
By Carlene Thomas Bailey

The fashion retailer has just announced plans to work with M.I.A for World Recycle Week, as February sales rise. WGSN reports

Mar 15, 2016


It’s a busy week for Swedish fashion giant Hennes & Mauritz. The fashion retailer just revealed that February sales rose 10% year-on-year in local currencies, falling just short of analysts’ 11% expectations.

But the figures were up against a tough-to-beat February 2015 when H&M sales were flying, up 15% on-year, then beating analysts’ estimate for a 12.7% rise. February 2014 sales also rose 11%. Sales last month were also positively affected by around 2% due to the February 29 Leap Year day, H&M admitted.

In Q1 (December-February), sales rose to SEK43.7bn ($5.24bn) from SEK40.3bn last time, just short of analyst’s SEK44bn call. H&M’s store count, meanwhile, also rose to 3,970 as of end February compared to 3,551 a year ago.

In addition to releasing its sales figures, it made a big commitment toward improving the fashion industry’s impact on the environment. This April, H&M is teaming up with singer M.I.A  for the first World Recycle Week (18th-24th April 2016).

The partnership will see M.I.A release a new music video, alongside H&M’s ambitious global Garment Collecting activity. The plan is to collect 1,000 tonnes of unwanted or worn out garments from consumers across the globe. The video campaign will also have a further online element, with top fashion bloggers rehauling/recycling their clothes, (rehauling is the opposite to the ‘hauling’ videos that are hugely popular on Youtube with bloggers unveiling their new purchases). H&M also wants to encourage its global consumers to create their own rehaul videos with the hashtag #HMrehaul.

Look out for the music video from M.I.A airing on 11th April 2016 on hm.com.

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